Client, Year

ELSCO (Elevator Safety Company), Inc., 2022


Brand Positioning
Messaging & Tone
Logos & Mark
Identity Development
Brand Systems
Brand Guidelines
Brand Applications
Social Media


Refining an international brand

ELSCO’s signature parts keep elevators running seamlessly, including six of the world’s 20 tallest buildings. As the company looked to extend its footprint in Europe and Asia, it sought a brand refresh to match its growing presence. Ashton collaborated with the ELSCO team to strategically position its brand and build a robust identity to ensure its success.


ELSCO has been a trusted leader in elevator ride quality for over 70 years. The company’s reliability is reflected in its logo, which has stood the test of time. It was essential to study its evolution before making changes to its form.

ELSCO_before ELSCO_after

To give it a modern update, the logo was redrawn on an isometric grid, which provides a cohesive shape that works well digitally as well as stamped on elevator parts. Rounded corners added to the letterforms are an additional nod to ELSCO’s signature roller guides.


The brand voice was similarly refined to better convey ELSCO’s industry expertise. New verbiage allows employees to speak with authority on ELSCO’s behalf and ensures that anyone using their products can easily understand key features. The new campaign tag, “Go Unnoticed,” also demonstrates ELSCO’s confidence in the goods and services they deliver.


A new, robust identity system ensures brand recognition across established and emerging markets. The resulting toolkit includes a fresh color palette, strong typography, a custom grid system, and a unique take on photography—all of which help set ELSCO apart from its competitors.


ELSCO’s product catalog is the brand’s primary tool to educate users about its products. We strategically reformatted and redesigned it for increased clarity and easier navigation.

Beyond the catalog, brand merchandise and touchpoints create opportunities for heightened visibility beyond elevator corridors.


Ultimately, the deliverable most valued by the ELSCO team was the comprehensive brand guideline document. Created to function as a user manual, it encourages pride on the part of employees, and helps anyone speaking, acting, or designing on behalf of the company do so effectively—for decades more to come.


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